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Sunday, 5 May 2013

Project Report on Godrej Appliances-Marketing Dissertation Topic

Project Report on Godrej Appliances-Marketing Dissertation Topic

Company Analysis of Godrej Appliances Limited, India

Competitive Positioning

·Godrej has many strong firsts
to its credit. In 1958 it was the first Indian company to manufacture
refrigerators. Around the time India started economic liberalisation and
started develop high economic growth, Godrel appliances division came up with
pioneering PUF (Polyurethane Foam) in 1989, to Godrej Pentacool in 2001 and
Pentafresh Technology in 2004 and EON range thereafter (of frost-free
refrigerators with ‘Seven Wonders’, a patented technology including
revolutionary Cool Shower Technology that ensures superior and uniform
cooling).

·It is upping capacity at its
Shirwal plant. As early as 1989 it was the first company to sell 10 million
appliances.

·It continued to offer
innovative services to counter stiff competition from Indian and international
players and was the first durable goods company in India to launch branded
customer service – Smartcare.

·Godrej was also the first
company in India to introduce steam microwave oven

·Other strong technological
innovations include the EON range of frost-free refrigerators which has won an
award for the best design for its “Seven Wonders” – the “Cool Shower
Technology” that allows the cooling to evenly pervade the refrigerator through
holes in the shelves even when full, a hook in the freezer/chiller to hang
bags. Another important product development is washing machines with Dynamic
Aqua-Power Control Technology which have been designed to monitor power and
water supply and wash accordingly.

·EON refrigerators’ technology
took the market by storm with their never-before features, and DAC technology
washing machines launched in 2007 were well-received too.

·In addition to strong products
(high-quality, relevant features for Indian consumers), it has a strong edge in
distribution with a 15,000-dealer network. Also strong in competitive terms, is
its Godrej Smartcare Service brand to provide excellent “After-Sales Service”.
With 370 service centres spread across the country, consumers continue to rate
Godrej’s after-sales service the best in the industry.

·Godrej has been taking steps to
make itself more visible and connect better with today’s youth. Thus, it is the
only company to make refrigerators and washing machines in a wide variety of
colours for this target group. It has also signed celebrity actor Preity Zinta and Aamir Khan
as brand ambassador.

·Based on strong products,
excellent high-quality technology and manufacturing facilities, strong
distribution and after-sales network, and strong advertising, the company has
been able to achieve rankings of 3-4 in most appliance categories (estimated
volume shares: fridges 22%, washing machines 12%, in 2007).

·Apart from catering to the
domestic consumers, Godrej is also a key OEM supplier in India. After the
success achieved in the domestic market, the company is also looking at exports
in a big way and has launched its refrigerators and washing machines in Sri
Lanka and hopes to export to Singapore, Afghanistan, the Middle East, Kenya,
Rwanda, Bahrain and Oman. Moreover, it hopes to be an OEM to many growing
domestic retail chains like Reliance Digital, Big Bazaar etc.

Source -Euromonitor International : Local Company
Profile-November 2008